Investigating tourist’s affective attachment in Melaka World Heritage site by using photo analysis technique

Abstract

This research explains in deeper on the affectives attachment of tourists when they visit Melaka World Heritage Site (WHS). Affective attachment in this research were analyzed using photo analysis technique which is participatory photo analysis. From the 22 photo of main attraction in the Core Zone of Melaka WHS researcher analyse the latent content of the photo from the tourists perspectives. The content were analysed on affective feelings, cognitive feeling and conative feelings. Affective feeling is an emotional feeling of a tourists to the place of their visit. Cognitive feeling is opposite to affective feeling which tourists made a choice in conscius mind compare to affective feeling which is emotionally driven. Conative feeling is more to the tourist’s intention regarding on their experience in the place. Data was collected in around Melaka WHS and the result shows that the overall feelings of Melaka torist when visiting Melaka WHS are more on pleasantness quality (affective), uniqueness quality (cognitive) and tourists have positive behavioural intention (conative) to Melaka WHS. The discussion are based on tourist feeling to attraction and image of Melaka.